Success for Mondelez’s Dairy Milk share bags, market analysis shows

However, Mars bar
and Snickers saw a decrease in sales as a result of downsizing their bars.

In the 52 weeks
before 16th August 2014, UK chocolate value sales fell by 0.4% to
£2.52 billion or $3.95 billion.

Although the sales of
Kit Kat, Mars and Snickers fell, Cadbury Dairy Milk, Maltesers and Kinder
continued to register year-on-year sales growth.

Richard Anderson,
senior insights manager for IRI claimed that the reason for Dairy Milk’s
continual growth is the introduction of share bags, more promotions and new
products such as Marvellous Mix-Ups.

Performing above
market average in the first half of the year was Mondelez’s Cadbury Dairy Milk
Marvellous Jelly Popping Candy.

Top
10 best selling chocolate brands UK

Brand and owner

Value Sales 52 w/e 16 Aug, 14

Year-on-year change %

Dairy Milk (Mondelez)

£490,978,872

3.5

Galaxy (Mars)

£213,379,376

-5.2

Own Label

£125,325,169

1.4

Maltesers (Mars)

£119,202,695

6.0

Kit Kat (Nestlé)

£106,845,438

-15.7

Kinder (Ferrero)

£99,570,638

28.8

Mars

£98,178,362

-14.4

Snickers (Mars)

£82,894,345

-18.1

Twirl (Mondelez)

£78,752,608

9.4

Wispa (Mondelez)

£73,723,806

8.6

Source
IRI

On the other hand,
Mars has had less success.

Although the sales
of Maltesers grew 6 per cent, the Mars bar and Snickers fell by 14.4 per cent
and 18.1 per cent.

Anderson commented
“Mars and Snickers are declining in both singles and multipacks formats.”

He claimed that the
the reason behind the declining sales of multipack formats is due to the
downsizing of the bars.

Anderson also noted
that although the multipacks have decreased from four bars per pack to three,
the packs have remained the same price at £1.

Under the UK Government's
Responsibility Deal, Mars UK announced that the company were left with no other
option but to reduce the size of the bars, to abide by the 250 calorie cap on
single-serve chocolates. As a result of this, the Mars bar was reduced from 58g
to 51g and the Snickers fell from 58g to 48g.

Despite this, the
prices of the bars saw no change.

Mondelez’s Dairy
Milk saw similar changes in 2012 when the bars were changed from square chunks
to rounded chunks. This in turn reduced the bar size from 49g to 45g.

Similarly to Mars,
the prices remained the same.

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